Serving The ‘It Girl’ Aesthetic, NA-KD Comes To India With Nykaa Fashion
The influencer’s favourite one stop shop, NA-KD has officially made its way to the Indian market. Joining hands with beauty and fashion giant Nykaa, NA-KD which is counted as one amongst Europe’s top 20 fastest growing fashion labels, will be available for the Indian shoppers. Incorporating the core values of Scandinavian culture and delivering timeless fashion staples, the brand is the right fit for Nykaa Fashion CEO Adwaita Nayar’s vision of weaving a platform that serves best to the Gen Z and millennial consumers.
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Offering a wide variety of clothes and accessories meant for work and leisure, the Swedish brand’s focus is on creating sustainable products, including coats, jackets, shoes and dresses, that keep up with trends and meet the affordability criteria. Aiming to serve the ‘It girl aesthetic’ the collaboration brings the label’s signature taste to India to cater an age bracket between 18 to 35 and eventually the masses.
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Approaching a Scandinavian aesthetic that is characterized by functionality and minimalism. NA-KD’s tailor-made pieces reflect the commonly practised style by offering a blend of high-quality solid fabrics, minimal accessories and elegant details to curate ensembles that manage to look casual and stylish at the same time. Known for sustainable manufacturing, from curating collections out of waste materials to providing a platform called NA-KD circle, for a pre-loved closet, the European label aims to replicate its practises in India through Nykaa Fashion.
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Collaborating with a platform like Nykaa that started with the basic purpose of catering women with a plethora of options to choose from. NA-KD fills the right gaps between the e-commerce giant and its consumers by offering fashion that is right for every stylish and conscious consumer and additionally educates the shoppers about sustainable fashion.
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A great step by Nykaa Fashion after celebrating homegrown talent through its varied roster of local labels. The multi-brand lifestyle e-commerce platform is all set to bring the best selection with the exclusive launch of NA-KD. The buyers can gear up to get their hands on some of the label’s debut iteration, with a variety of adaptable separates, dresses and jumpsuits, comfortable knits and footwear.
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